THE SHARIA MARKETING VIA DAWAH: IMPLEMENTING STP IN BSI PRODUCTS, SURABAYA

Abstract

This study, which focuses on the use of sharia marketing techniques using a da'wah marketing approach, applies the ideas of Segmentation, Targeting, and Positioning (STP) to Bank Syariah Indonesia (BSI) goods in Surabaya. Da'wah marketing, in contrast to Islamic marketing, highlights moral precepts drawn from Islamic teachings to educate the public about sharia values while also promoting items. The research, a descriptive-qualitative study, involved customers, sharia marketing experts, and BSI management in Surabaya. Data were acquired through in-depth interviews, observations, and document analysis. The results highlight how successful STP is in marketing BSI products, particularly to the upper-middle-class Muslim market, and how sharia ideals are incorporated throughout all marketing materials. While BSI targets social groups that need Islamic financial solutions, its positioning emphasizes the benefits of its sharia-compliant products. Da'wah marketing is essential to enhancing BSI's standing as a bank that upholds sharia norms and encouraging greater client loyalty. In conclusion, by combining the STP approach with da'wah marketing, BSI Surabaya is able to increase its market share and solidify its position as a top Islamic bank. The report suggests that in order to reach a larger range of market segments, BSI should enhance its da'wah communication strategy and leverage digital technology.